RGB Networks and TANDBERG Television are demonstrating at the TelcoTV show their integrated ad insertion package for telcos, which enables them to earn additional advertising revenue by inserting local ads into MPEG-4 AVC high-definition (HD) programming.
The demonstration shows RGB’s Modular Video Processor (MVP) performing ad splicing into MPEG-4 AVC streams encoded by TANDBERG’s EN8090 Series MPEG-4 AVC HD encoder.
Delivery of TV programming and broadcast movies in the more advanced MPEG-4 format requires greater intelligence in video encoders and ad splicers than the previous MPEG-2 approach.
Working together, the TANDBERG EN8090 encoder adds the SCTE-35 cue tones to the MPEG-4 AVC programs which are then detected by the MVP and used to seamlessly and accurately insert local ads into the programs.
The cost of inaccuracies in the process is high. Ad spots, the duo contend, can run short or overlap the broadcast content, causing serious consequences, such as picture freezes from buffering problems at the set-top box level.
“Local and zoned advertising is a proven source of additional advertising revenue that earned cable television operators more than $4.7 billion in 2007, and working with TANDBERG Television we are enabling telecom carriers to take advantage of this lucrative opportunity,” said Ramin Farassat, RGB Networks’ vice president of product marketing, in prepared comments. “RGB is committed to helping our customers make the most from their networks, whether it’s delivering more programming without increasing bandwidth or inserting local ads.”
